Hoping to inspire designers to make even the most mundane project spectacular, Neenah worked with Washington, DC-based graphic design studio Design Army to create a promotional piece that includes six customized folders and ties in to a Facebook contest—the winner receives 200 custom printed folders of their winning design—that ended April 24. The folders, which vary in finish, weight, and color, from Red Pepper and Patriot Blue to Classic Natural White, also highlight a variety of printing techniques, such as raised gloss UV coating, fluorescent inks, metallic inks, and laser cutting production techniques. Inside the folders are tips and information about dealing with stress, keeping track of receipts, and innovative printing methods.
It’s all about adding value to printed communications, comments Tom Wright, senior director of advertising and design for Neenah Paper.
Neenah paper also inspired Aldine Printing, which holds court on Varick Street in New York City, once the hub of the printing industry, where it focuses on specialty printing techniques. Aldine Printing created a self-promotion piece featuring six different printing techniques on one cover sheet: engraving, letterpress, embossing, foil stamping, thermography, and offset, printed on Neehan’s Classic Crest Cover in Eggshell.
“What Will You Make Today?”
For Mohawk’s “What Will You Make Today? campaign, world renowned designer Massimo Vignelli has co-developed a limited edition journal featuring a selection of Mohawk’s papers. The journal was co-developed by New York-based Pentagram and printed by Boston-based Universal Wilde, with finishing/bindery completed by The Riverside Group of Rochester, NY.
The front and back covers showcase a geometric grid of artfully debossed panels on Strathmore Premium Wove Midnight Black 130dtc/352 gsm. The spine is white foil stamped with the phrase, “What will you make today” and includes the Mohawk logo.
The 100 interior pages each feature 24 rectangular blocks forming a perfect grid, and are printed on Mohawk Superfine Eggshell Ultrawhite 80t/118gsm. The journal’s end leaves, Strathmore Premium Wove Smoke Gray 80t/118gsm, complete the beautiful design.
The introductory page enabled with augmented reality (AR) technology to connect readers with the animated video via Mohawk Live, a new, free mobile app, designed to enhance materials printed on Mohawk paper.
Why Paper Performs
In its study, “Using Neuroscience to Understand Direct Mail,” global brand, media and communications research agency Millward Brown investigated how “the brain processes physical marketing materials, such as direct mail, compared to virtual (or digital) materials presented on a screen.”
The study used functional Magnetic Resonance Imagery (fMRI) scanning to understand how the brain reacts to different stimuli. Its conclusions are not only of interest to direct mail marketers, but anyone involved in paper-based marketing programs:
- Tangible materials leave a deeper footprint in the brain
- Physical materials involves more emotional processing, which is important for memory and brand associations
- Physical materials produce more brain responses connected with internal feelings, suggesting greater “internalization” of the ads
Learn more about the Interactive Engagement of Print
Isabel Uria will be speaking on her experience as a paper engineer and designer, while attendees see firsthand gallery examples. The focus of the presentation is the interactive engagement of print.
The event will be held:
June 19th, 2013, 6-9 p.m.
The Iggesund Art Gallery
The Glasshouses at the Chelsea Arts Tower